"The Growth Blog" - A resource for B2B Business leaders & marketers

We have all heard of Netflix and most of us would be keen Netflix fans as its changed the way we consume content at home and online. But if you’re a B2B marketer you need to read the following Three Takeaways to Creating Binge Worthy Content that was published on the 5th Oct 2017 on the Content Marketing, MarketingProfs B2B Forum.

If you’re selling complex or high-value B2B products or services, you’ve probably used Return on Investment (ROI) calculations to justify your value proposition and proposal. You may well market your offerings on the basis of the improved ROI you believe your target customers can generate.

But even when presenting to your prospects with a compelling ROI-based argument the chances are that you still won’t win the deal - and it’s not just because (even though it’s undoubtedly true) many buyers don’t trust the ROI calculations that vendors come up with.

Perhaps only a few of the most "experienced" B2B marketers (a.k.a. old) may remember Monty Python's classic Parrot sketch, when the shop owner declares "That parrot isn't dead...it's just resting!" Many B2B Content producers are openly questioning if content marketing is in fact dead. It certainly feels that content has failed to deliver the expected returns it promised in terms of brand awareness, new visitors and leads. Its under increasingly intense scrutiny from those who have to pay for it, and those who produce it.

Content marketing has been around for long enough now that most businesses are practising it in some form. According to a 2015 report on the state of content marketing in Australia, 89% of respondents said they are using content marketing, defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”. Out of this figure however, only 29% believe their content marketing is effective.

Content is one of the core trends that’s proven to be at the forefront of the future of marketing. Due to the massive amounts of data being produced these days it is critical to focus on providing high quality information that informs and educates people and cuts through the data “noise”. In fact, by 2018, IP traffic will reach 40.5 exabytes per month in comparison to 16.6 exabytes per month in 2014. That is a lot more competition for eyeballs than just a couple of years ago, and only increases the probability that your brilliant idea for a new piece of content has been produced already (and probably more than once).

As a B2B marketer, you know that your campaigns call for more serious and educational content than those within the B2C field. While companies such as Coca Cola or Old Spice are able to play with crazy, even ridiculous ideas and can be as creative as they like, B2B marketing can often feel a bit dry and dull.You end up being stuck for ideas on how to engage your customers and generate leads.

Inbound marketing can be pretty awesome. It truly is powerful and can deliver real revenue results to your business. Content marketing plays a major part within the inbound framework and helps you target and engage with your ideal buyer persona. Living in a digital age means we are all bombarded with countless advertising everyday, regardless of whether we want to see it or not. Everywhere we look, someone’s figured out how to stick an ad on it and make some money, and it can be highly annoying! So, in turn we have become accustomed to ignoring everything and only pay attention to what we want. This is why content marketing works, the whole purpose is to only engage and attract your ideal buyer persona, so effort (and money!) is not wasted on anyone else.

There is no other way to spin it, B2B content marketing is the bee’s knees, and this blog will reveal the top 5 things about it.

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